Brunkalla directed "2Days Beat" for HP, a two-day live YouTube event where producer Clams Casino and rapper Vic Mensa created original music from scratch, driven entirely by real-time audience input. The production resulted in the track "Egyptian Cotton" and a music video built from the visual language of the live comments.
Client
HP
Services
Event
Challenge
HP needed to prove its new Split X2 laptop was built for creative work, and they needed to reach a young, tech-savvy audience that doesn't respond to traditional advertising.
Brunkalla directed a two-day live broadcast from a white-walled studio in LA, where Clams Casino and Vic Mensa built songs in real time using YouTube comments as creative direction. Viewers chose the genre, suggested lyrics, and named the tracks. On-set artists, including members of Shepard Fairey's studio, visualized the comments across the studio walls as they came in. Vic Mensa recorded from a vintage phone booth repurposed as a recording booth. The words and visuals generated by the audience became the foundation for the "Egyptian Cotton" music video.
Result
Three original tracks, a finished music video for "Egyptian Cotton," and widespread coverage from Fast Company, Ad Age, Stereogum, and Fact Magazine. The project has become a benchmark for live, interactive branded content.
